Mason Tvert stood behind campaign to legalize marijuana which led to passage of watershed measure in November 6 election.

NEW YORK - Say what you will about Mason Tvert, the Jewish activist behind the marijuana legalization campaign that passed in Colorado, the man clearly has a sense of humor.

Some years ago, in his efforts to persuade the public that marijuana is far less of a health menace than alcohol, Tvert famously challenged both the mayor of Denver and the heir to the Coors brewing fortune to a sort of intoxication duel: Tvert would smoke pot while the others drank, and they would see who dropped dead first.

Neither man took up Tvert on his offer.

But after Colorado voters on Nov. 6 adopted a newly permissive approach to marijuana following a campaign for which the 30-year-old was the public face and a leading strategist, Tvert's tomfoolery is no longer just a laughing matter. The measure, and a similar one adopted last week in Washington state, is a watershed, permitting residents over 21 to possess up to an ounce of marijuana and to grow up to six plants for recreational use.

Though somewhat overlooked amid the cacophony of a hard-fought presidential campaign, the new laws in Colorado and Washington are unprecedented.

Colorado's Amendment 64: The Regulate Marijuana Like Alcohol Act of 2012 is more liberal than even the Netherlands' famously permissive drug laws, which still consider pot possession a misdemeanor. The new law goes well beyond the medical marijuana provisions now on the books in 18 states that permit use of the drug with a doctor's permission, and directly challenges federal authority, which still considers cannabis a Schedule I controlled substance along with heroin and LSD.

“We have forced a major international, let alone national, discussion on this issue,” Tvert, the executive director of Safer Alternative for Enjoyable Recreation, or SAFER, told JTA. “And I truly believe the more people talk about this issue amongst each other, the quicker we're going to see broader change in how our country and our state and our world treats marijuana.”

Tvert grew up in a Jewish family in Scottsdale, Ariz., and attended the University of Richmond. His consciousness around marijuana reform was galvanized in college when, for reasons he claims not to know, he was subpoenaed in a multijurisdictional investigation into marijuana use.

“It was really just a shakedown, more or less,” Tvert said. “They start with college kids who probably have a lot to lose. They work their way up from there.”

Tvert likes to compare that to an earlier incident in which, taken unconscious to the hospital to have his stomach pumped after excessive alcohol consumption, he was later released without any questioning from the police -- despite being under age. The discrepancy informs one of the pro-legalization campaign's most frequent talking points: They say marijuana is far less dangerous than alcohol, which itself was once the target of a costly and failed effort at prohibition, and should be regulated as such.

Critics counter that marijuana is a dangerous and addictive drug whose legalization would legitimate its use by the young and lead to a range of social ills.

After graduation, Tvert moved to Colorado and co-founded SAFER, a small group that raised just $132,000 in 2010 and shares office space with Colorado's Jewish newspaper, the Intermountain Jewish News. He was instrumental in two earlier legalization efforts in Colorado: the 2005 adoption of the Denver Alcohol-Marijuana Equalization Initiative, which permitted the possession of marijuana in Denver, and a 2007 measure that required officials to make marijuana offenses the city's “lowest law enforcement priority.” State law remained unchanged, however, and thousands of Coloradans still were being arrested each year for possession of marijuana.

Tvert persevered, developing a reputation as someone with a knack for media stunts.

In 2008, after a rash of alcohol-related disturbances at Denver's airport, Tvert called a news conference to urge authorities to allow marijuana in the airport's smoking lounge to cut down on traveler stress. Two years earlier he had a billboard erected near a speech by the visiting White House drug czar, John Walters, that quoted Walters saying that marijuana is the safest drug around. Tvert has called the state's governor -- an owner of a popular Denver brew pub -- a “drug dealer” whose product just happened to be legal. In another Tvert billboard, a woman in a marijuana-colored bikini appeared above the caption “Marijuana: No hangovers, no violence, no carbs!”

“He is just almost a media force of nature,” said Steve Fox, the president of SAFER and the director of government relations for the Marijuana Policy Project, which provided about 90 percent of the funds for the $2.2 million Colorado campaign.

“He's just been brilliant in terms of being on message at all times, developing relationships with the media so they trust him and are willing to come out when he's doing some sort of event. And just the body of communications skills were just excellent for this. That's really where he's excelled.”

As the campaign moved to the state level, advocates buttoned up their image somewhat, attracting some high-profile support in the process. Former Republican congressman Tom Tancredo, who is best known for his staunch opposition to immigration, endorsed the initiative. Actress Susan Sarandon recorded a robocall targeting Colorado voters. Singer-songwriter Melissa Etheridge did a radio spot.

The group also upgraded its message from one that emphasizes marijuana as a safer alternative to alcohol to one that emphasizes the potential tax revenues of regulated marijuana, misplaced law enforcement priorities and overcrowded prisons. Amendment 64 specifically requires the first $40 million in marijuana tax revenues be used to support capital funding for Colorado schools and, unlike a similar but failed attempt in 2010 in California, requires the state to design a tight regulatory regime.

The legalization campaign in Colorado no doubt benefited from a sea change in American attitudes toward the drug. A 1969 Gallup poll found that 84 percent of Americans opposed legalization; by last year the number was down to 46 percent, with 50 percent favoring legalization.

It's unclear exactly what happens next for Tvert and the wider marijuana legalization campaign. Washington could justify a crackdown under the doctrine of federal supremacy, but it's still unclear how the administration will react to the new laws in Colorado and Washington. After years of looking the other way at the budding medical marijuana industry in California, the Justice Department last year cracked down on pot shops in the state.

But it may not have the same incentive to repeat that in Colorado, marijuana activists say.

“There's no need for a knee-jerk federal response,” said Ethan Nadelmann, executive director of the Drug Policy Alliance in New York and one of the country's top marijuana activists. “There is ample time for rational discussion of how state regulatory authorities will accommodate federal concerns.”

Besides, Nadelmann added, “Colorado is an important swing state. Why make enemies unnecessarily?”